Pay-per-click (PPC) campaigns can be an excellent, cost-effective way to get your brand and offering in front of your target market at a rapid pace. What’s more, as you are in control of your budget, you can extend your campaigns as far (or as short) as you feel comfortable with.
With that said, every Google Ads campaign can do with a little help, especially in a competitive industry with many other companies vying for the top spots on search engine results pages or on social media channels.
As a leading Pay-Per-Click agency in Melbourne, our specialists at Digital Eagles have compiled some insights around PPC trends we can expect to see more of in 2024 to help improve your campaigns.
Prepare for the Phase-Out of Third-Party Cookies
A major shift in the landscape of PPC advertising in 2024 is the ongoing phase-out of third-party cookies, particularly in browsers like Google Chrome. According to Google’s privacy sandbox plan for ending third-party cookies, ‘Chrome plans to ramp up third-party cookie restrictions to 100% of users from Q3 2024’.
This ‘cookie apocalypse’ may be a welcome change for end-users, but it presents a significant challenge for digital marketers. While there are some basic instructions in the way of Google ads help, it necessitates a greater pivot away from third-party cookies and underscores the importance of zero and first-party data for the ongoing success and effectiveness of PPC campaigns.
To remain effective in their campaigns, marketers, SEO/PPC agency owners, AdWords managers and everyone in between must actively explore and adopt new data collection methods and strategies, such as through tools like Google’s Offline Conversion Tracking (OTC) or Meta’s Conversions API (CAPI), which can assist in tracking conversions.
Embracing New Technologies to Improve Marketing Strategies
Artificial Intelligence & Automation
Artificial Intelligence (AI) in marketing continues to rise and become more innovative—one of the leading PPC trends set to continue. These technologies are revolutionising the enhancement and optimisation of modern Google AdWords services, offering streamlined processes, timely insights, and rapid changes to optimise results.
To fully capitalise on PPC automation, every PPC agency and local business running an ad campaign needs to help the algorithms benefit your campaigns and facilitate machine learning. This involves setting up precise and efficient conversion tracking, crafting compelling ad copy, and pinpointing your target audiences and keywords.
By delegating a substantial portion of tasks to AI and automated systems, you can save both time and resources. However, it’s important not to adopt a completely hands-off approach. Despite advancements, not all automation features may align with your business needs, so a balanced approach of hands-on management combined with automation can offer you more time to concentrate on other areas of your business, maximising efficiency and effectiveness.
Data Driven Functions
Despite the impact of General Data Protection Regulation and other data privacy regulations on targeted advertising, the role of data as a foundational element remains unaltered – in fact, the value of data is more critical than ever.
Data sheds light on consumer behaviours and market trends, which in turn will help marketers base their Google AdWords strategies on evidence and insights rather than assumptions.
Delving into big data is key for marketers to gain a deep understanding of customer behaviours, allowing them to fine-tune PPC campaigns for maximum relevance and impact.
A Shift Towards Video Ads
Another of the PPC trends expected to continue are with video advertisements, particularly those that are interactive. They have been notably successful in boosting engagement and gathering essential data for refining PPC campaigns in recent years, and companies are forever finding more creative ways to narrate their stories, showcase their products and services, and emphasise their unique qualities.
In an era where video content is a major draw for audiences, every SEO/PPC agency is tasked with leveraging this medium to achieve their marketing objectives in a swift, decisive, and captivating manner.
No More Manual Bidding: Embracing Target CPA
Manual bidding is swiftly becoming outdated as we progress into 2024, with the rising dominance of smart bidding strategies.
Google AdWords offers help to SEO/PPC agency owners and businesses of all sizes, with Smart Bidding being a new, sophisticated system controlled by machine learning that automates bidding. It leverages machine learning to enhance conversions and conversion value during auctions, including methods like:
- Enhanced Cost-Per-Click (CPC)
- Target Cost-Per-Acquisition (CPA)
- Target Return on Advertising Spend (ROAS)
For a variety of businesses, especially smaller ones, adopting a Maximize Conversions with Target CPA strategy is often the most suitable choice.
Google then describes Target CPA as an automated bid strategy aimed at maximising conversions or customer actions within a set cost-per-conversion. When employing Target CPA, you establish your preferred average cost per conversion, and Google Ads then sets bids based on the probability of ad conversions. This is particularly useful if you have a clear understanding of the value of a conversion, such as a phone call or form submission, which can be set as your CPA target.
How an SEO/PPC Agency Can Assist with Integrating New Trends Into Your PPC Campaign
An SEO/PPC agency can be instrumental in helping you integrate new trends into your PPC campaigns, ensuring they stay relevant and effective.
Here’s how they can assist:
- Trend Analysis and Insights: Identifying emerging PPC trends and providing insights on effectively incorporating them into your campaigns.
- Data-Driven Strategies: Utilising analytics to understand how new trends can enhance campaign performance.
- Customised Campaign Adjustments: Tailoring your PPC campaigns to align with current PPC trends and audience preferences.
- Continuous Optimisation: Regularly updating and refining campaigns based on evolving trends and performance data.
- Competitive Edge: Implementing innovative strategies that keep you ahead of competitors by leveraging the latest trends.
- Expertise in Diverse Platforms: Offering specialised knowledge of various platforms to apply trends effectively across different channels.
- Advanced Tools and Technologies: Using cutting-edge tools and technologies to maximise the impact of trending elements in your campaigns.
As the preferred Google AdWords and Pay-Per-Click (PPC) agency in Melbourne, Digital Eagles is ready to assist in building a higher-performing campaign. Contact us today to learn more.
